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Creativeland creates 'internet baby' to show data superiority of MTS 3GPLUS

The film, of exceptional technical calibre, opens in a labour room. It features a new born baby who is familiar with technology and is exploiting the internet straight from birth, and quite literally so!

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Creativeland creates 'internet baby' to show data superiority of MTS 3GPLUS

Creativeland creates 'internet baby' to show data superiority of MTS 3GPLUS

The film, of exceptional technical calibre, opens in a labour room. It features a new born baby who is familiar with technology and is exploiting the internet straight from birth, and quite literally so!

BestMediaInfo Bureau | Mumbai | February 27, 2014

" target="_blank">MTS-TVC Click on the image to watch the TVC.

MTS has underlined the data superiority of its 3GPLUS  network in India with an endearing and quirky campaign which features a new born baby who is familiar with technology and is exploiting the internet straight from birth, and quite literally so! The campaign sign off – 'Born for the Internet' – is a reference to both the MTS network, which was created to deliver a great data experience, and to the MTS customer – today's digital natives for whom the internet is a way of life.

The TVC opens in a labour room, where a woman is being coaxed by the doctor to 'push', as the father and the nurses watch anxiously. Suddenly, the baby's hand pops out from under the cover and gestures everybody to stop.

The baby crawls from under the sheet and sits on the mother's chest. From here on the baby does a series of activities that leaves people in the room shocked. He searches for 'how to cut the umbilical cord' and then cuts it, takes a selfie with the nurse on a mobile phone and posts it to Instagram, creates accounts on multiple social networking sites and broadcasts himself, makes a video and even uses the GPS system to navigate out of the hospital.

Finally, the baby walks out of the clinic, even as you see the receptionist is already watching a video of the baby on YouTube. As the baby walks out, supers appear on screen saying: “Born for the internet. MTS 3GPLUS Network.”

The campaign has been conceptualised by Creativeland Asia, The agency brought the narrative to life by combining cutting-edge graphics technology with exceptional visual storytelling. Creating a human from scratch in CGI is one of the most difficult challenges still posed by post-production; and creating a baby with such detailed characterful qualities and emotions was a whole new challenge.

Amitesh Rao, Director – Brand & Media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimised the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today's 24x7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”

Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “The script for the film began with the simple insight that today's kids seem so comfortable with technology, devices and the internet even as babies. When I see them, including my own daughter, handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labour. And the baby is finally out there.”

The TVC has been produced by Smuggler Films and directed by Guy Shelmerdine. The film was shot on location in Prague. Four real babies were cast to provide the body of the baby along with reference for expressions, lighting and skin texture. Glassworks London created the CGI assets, using real expressions from our babies to build up a CGI head that was as realistic in character as it was in texture and appearance.

“When you see a script like this, you just have to make it happen whatever the technical obstacles are. Ideas like this are born to be made,” said Chris Barrett, Co-MD of Smuggler London.

Staying true to the internet generation, the film will be premiered as a bit-torrent for onliners to download and watch. It will be followed by a digital and social media campaign, and last but not the least, a television release.

Kurup added, “The film was released in the torrent world even before it has been aired on television. We thought it was apt considering that the MTS 3GPLUS network is designed to handle uploads and downloads at breakneck speeds. Something that today's internet generation is hungry for.”

Technical aspects:

Creating a realistic human in CG is probably one of the trickiest tasks there is. There were many hurdles to overcome along the way.

The head was remodelled in very high detail using many photographs and measurements of younger babies for reference. A full 3D scan of a baby and textures from the real baby's face were used as a base from which to paint more complex texture-maps. There was a lot of time spent on the material qualities of the skin, as the subtleties involved had to be balanced incredibly well in order to recreate the fleshy, human feel your eye expects to see. Small details in the hair, eyebrows and eyelashes were paramount in making the face look real. He went through quite a few hairstyles!

As always, matching the lighting is of the utmost importance when trying to create anything that's meant to photorealistic. Set recreation and projection mapping of High Dynamic Range images, taken on set, are necessary to emulate the original environment as closely as possible and achieve a realistic lighting base. Our lighters then light the shot, sometimes using a little creative license, to bring out the best of the baby's features, and most importantly the eyes.

The TVC:

Credits:

Creative agency: Creativeland Asia

Creative Chairman: Sajan RaJ Kurup

Production House: Smuggler Films

Director: Guy Shelmerdine

CGI assets: Glassworks London

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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